comparethemarket.com.au
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Comparethemarket.com.au: The $81.6M Comparison Engine
How a 311-employee giant dominates Australia's insurance market while failing its customers.
In Australia's brutal insurance market, comparethemarket.com.au has built a $81.6M revenue empire by positioning itself as the ultimate comparison tool. Yet beneath the 1.2M monthly visits lies a stark reality: a 2.2/5 Trustpilot rating suggests the platform serves brokers better than consumers.
"They dominate search, but fail the trust test—comparethemarket.com.au is the market leader that customers love to hate."
The SEO Juggernaut
With 31,918 backlinks and 67% organic traffic, comparethemarket.com.au has weaponized search. They rank #1 for 'compare the market' (330K monthly searches) and own insurance comparison terms. This isn't accidental—it's a deliberate SEO moat built over years. The real insight? They're not competing on product quality; they're competing on search dominance.
The Trust Paradox
6,020 Trustpilot reviews averaging 2.2/5 is catastrophic for a consumer-facing platform. Comparethemarket.com.au has scaled traffic while scaling dissatisfaction. This reveals a fundamental business model flaw: they monetize broker referrals, not customer outcomes. The 92.5% 'undefined' country traffic suggests either tracking issues or a concentrated Australian market where they're the default—but not the preferred—choice.
The company's tech stack—Swiper, Tailwind CSS, Bootstrap, Ant Design—reveals a focus on rapid UI development rather than deep technical innovation. Their PWA implementation and lazy loading show performance optimization efforts, but the 2.2/5 rating proves UX polish doesn't equal user satisfaction. They're a marketing machine, not a product-first company.
- Dominates insurance comparison search with 67% organic traffic
- Scales revenue ($81.6M) while scaling customer dissatisfaction (2.2/5 rating)
- Built a 31,918-backlink SEO moat that's nearly unassailable
- Operates as a broker referral engine, not a true comparison platform
- Has 311 employees but lacks product innovation focus
The Comparison Trap
Comparethemarket.com.au proves that in finance, search dominance beats product excellence—until a better mousetrap arrives.
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5 keywordsHow is Comparethemarket's SEO?
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https://www.comparethemarket.com.au/static-content/uploads/2023/11/ctm-logo-twitter-card.png
Meta Tags
Compare the Market | Compare Health Insurance, Car Insurance, Travel Insurance & More
Compare the Market lets you compare 1,000+ products, 100+ brands across 12+ categories - all in one place. We're here to help you find better deals.
Compare The Market | Compare Health Insurance, Car Insurance, Travel Insurance & More
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Compare the Market Australia
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Reviews (20)
Excellence in customer service
Jordan from Compare phoned right when I was in need of help in changing my health provider! He made this transition so easy for me. Can’t speak more highly of him. Very happy with the result!
Easy process
My partner was looking into health insurance for me on compare the market as it was my first time getting health insurance and I had no idea where to even start. Minutes later he got a phone call from Johnny at compare the market. Not only was he able to find exactly what I needed at a great price, he explained in detail about what was included, saved me a tone of time and confusion and was also able to help my partner save on his existing health insurance as well. The entire process was so easy and we are both really happy. Thanks Johnny you absolute legend for making the whole process simple with 10/10 customer service.
Outstanding Service
Outstanding Service – Truly Impressed! I had a fantastic experience with Compare the Market Insurance, thanks to Bryce and Leon. They went above and beyond in explaining every detail of the policy, including the excess, in a way that was clear and easy to understand. Their knowledge of the product was impressive and far superior to other major insurance providers , where you’re often left waiting on hold while they ask a supervisor basic questions. Bryce and Leon handled everything with confidence and professionalism. It's refreshing to speak with representatives who actually know their product inside and out. I’m extremely impressed – great job, and thank you!
We were grateful!
We were grateful for the friendly, devoted service! Angela and Shivani worked hard to find us the best rate available and get our loan approved in a timely manner.
Not enough options/comparisons
Not enough options/comparisons - got a better deal myself (without their brokerage fees)
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About comparethemarket.com.au
Compare the Market lets you compare 1,000+ products, 100+ brands across 12+ categories - all in one place. We're here to help you find better deals.
Company Overview
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Technology Stack
comparethemarket.com.au uses 25 technologies across their website including Wistia, Font Awesome, Google Fonts, Auth0, and more.
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Wistia
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Font Awesome, Google Fonts
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Laravel
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Traffic & Audience
comparethemarket.com.au receives approximately 1.2M monthly visitors and ranks #24,689 globally. The website has a bounce rate of 30% with visitors viewing an average of 10.5 pages per visit. Users spend an average of 3:31 on the site.
The majority of comparethemarket.com.au's traffic comes from undefined, undefined, .
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This page provides publicly available information about comparethemarket.com.au. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit comparethemarket.com.au directly at https://comparethemarket.com.au.